What’s the deal with all these emo advertisements we see on TV nowadays?
The trend started a few years ago with the Petronas Merdeka Day (National Day) series of ads. It was such a hit that other companies like Malaysia Airlines and Maxis started to do the same ad.
Nowadays we see more of these emotional ads on TV, and I’m telling you that they have lost all effect on me.
Here are some examples of the ’emotional blackmail’ you can find:
1) The difficult life
The ad shows a mother working hard to care for her son. It’s implied that she is a single mom. She works day and night, and cycles around to fetch her kids to school.
The ad ends by suggesting how buying an OSIM massage chair can help to repay the love of our parents.
2) The lonely couple
It’s the eve of the Chinese New Year, and there’s a lonely couple waiting by the phone. They show a shot outside the house of lanterns lighted waiting for their children to come home.
Their children don’t arrive, and they are left staring at the phone. The voice over says “pick up the phone” or something similar.
3) The bored parents
The ad starts with a son talking to his father on the phone, asking how things are. The son then suggests installing the Astro satellite TV system at his parent’s home, but they decline saying that he’s too busy and they have everything they need.
In actual fact, they have been re-reading old newspapers and going to bed early.
The next shot shows how happy a home can be once Astro has been installed at the home.
My point is, these ads have lost all effectiveness because the idea isn’t original anymore. In fact, I feel it’s cheap that they would take advantage of our love for our parents to endorse their products.
I’m not saying that it’s wrong to buy stuff for our parents, but I’m saying that I don’t have to buy stuff for my parents to show them I love them. I can love them with other better ways. I don’t like the implication that I’m not loving my parents if I don’t buy your product for them.
I’m tired of being emotionally blackmailed.
What are they going to come up with next? Here’s a few ideas
1) The payback
The ad starts with a young couple getting a baby for the first time. They spend the next few years wiping the baby’s butt over and over and over again.
Flash forward to today, and their child buys a roll of Royal Gold luxury toilet roll for them. The parents look so touched and start weeping.
The voice over says “they wiped your shit, let us wipe theirs”
2) The empty nest
The ad starts at a family dinner. There is the mother, father, children and their spouses, but there are no children. Everyone looks all bored and sad.
Flashback to the past when the children were still young kids. There was a lot of fun kiddy activity and everyone was laughing in innocent bliss. How happy a home will be with kids around!
Introduce the services of a fertility clinic.
“Special 2 in 1 twin package available, enquire at your nearest clinic now”
3) Nothing to boast
An old lady sits among a group of friends and they are all boasting of their children’s riches and successes.
They show the old lady very quiet with nothing to boast about.
(Wait, this sounds familiar… haven’t they done this one already?)
Voice over says “There’s nothing worse than having nothing to shut the mouth of Mrs Tai Tai. Give your parents the ammo they need. ”
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I think humorous ads work best. Look what it did to Digi (“Wah! Hou wong ah!”), and now Maxis is attempting the same.
What about you? Do you find these ads effective, harmless or plain annoying?